Brand Attitude Research Articles

Analysis of Brand Crisis Public Relations

This article delves into the case of Fuyao Glass, a Chinese company that purchased a General Motors assembly plant in Dayton, Ohio, in 2014, investing heavily to establish operations in 2016. Amid speculation about the company's business focus shifting to the United States, Chairman Cao Dewang reassured the public that their primary focus remains in China. However, the incident highlighted the importance of crisis communication in the new media era, where crises can spread rapidly and have far-reaching consequences. Understanding public relations as a means of managing relationships between organizations and the public is crucial, especially in crisis situations. The text emphasizes the need for proactive crisis management strategies, including real-time monitoring of public opinion and the development of contingency plans. Additionally, it underscores the significance of corporate social responsibility in maintaining a positive brand image and navigating crises effectively. Ultimately, the article underscores the importance of strategic communication and crisis preparedness in safeguarding a company's reputation and mitigating potential risks.

A Comparative Analysis of Product Positioning Strategies in the Global Electric Vehicle Market: Insights from Leading Brands and Emerging Markets

This paper conducts a comprehensive comparative analysis of product positioning strategies in the global electric vehicle (EV) market, focusing on insights from leading brands such as Tesla and emerging market players like Build Your Dream (BYD). Through an examination of technology innovation, product features, market penetration strategies, pricing models, sustainability, and environmental policies, the study highlights the diverse approaches companies adopt to navigate the rapidly evolving EV landscape. The analysis reveals that technological innovation, particularly in battery technology, drive systems, and autonomous driving capabilities, plays a crucial role in differentiating brands and shaping consumer preferences. Market penetration strategies and pricing models further illustrate how companies adapt to competitive and economic dynamics to maximize their global footprint. Additionally, the paper explores how sustainability and environmental policies reflect corporate responsibility and serve as key components of brand and product positioning strategies. The findings suggest that a deep understanding of these multifaceted aspects is essential for EV manufacturers to achieve long-term success in a market characterized by intense competition and high consumer expectations.

Employer Brand Building for Effective Talent Management

In today's increasingly competitive and complex business environment, organizations are placing greater emphasis on meeting their talent management needs. Attracting and retaining the right talent has become paramount, leading organizations to develop and project a brand image that reflects their values and philosophy. This process, known as employer branding, draws on principles from marketing and branding literature to position the organization as an employer of choice. Employer branding not only helps attract experienced employees but also serves as an enabler for internal brand building efforts within the organization. By creating a positive and compelling brand image, organizations can cultivate brand ambassadors who further enhance the organization's reputation as an employer of choice. Successfully managing employer branding requires a comprehensive approach and the commitment of all stakeholders within the organization. When executed effectively, employer branding can have a significant impact on talent management outcomes. This paper reviews existing literature to understand the influence of employer branding on talent management, explores strategies for branding organizations, and examines how global organizations leverage effective branding to attract and retain top talent.

Analyzing the Influencers affecting Gen Z Customer' Purchasing Behaviour on e-Commerce and Cosmetics in Vietnam

This study examines the influencers that significantly impact the purchasing behavior of Generation Z (Gen Z) customers in the e-commerce and cosmetics industries in Vietnam. By employing a mixed-methods approach, data was collected from 600 Gen Z customers in Vietnam, and behavioral intention models were used to understand their behavior. Specifically, 5 key characteristics of influencers such as trustworthiness, attractiveness, expertise, influencer match-up congruence with the brand/ product, and negative publicity are hypothesized to have significant impact on behavioral intention of Gen Z customers. The results of this research indicate that influencers play a significant role in shaping Gen Z customers' purchasing behavior in the e-commerce and cosmetics industries. Trustworthiness, attractiveness, and expertise were found to be crucial factors influencing Gen Z's decision-making process. Interestingly, the study reveals that influencers have a stronger impact than previously assumed, surpassing the theoretical expectations. The implications of these findings are significant for marketers and brands in developing effective influencer marketing strategies targeted at Gen Z customers in Vietnam. It is recommended that brands prioritize collaborating with trustworthy and compatible influencers who can create a positive brand image. Future research should consider additional factors and conduct cross-cultural comparisons to further enhance our understanding of Gen Z's behavior and the role of influencers.

A STUDY ON ADVERTISEMENT EFFECTIVENESS ON BRAND IMAGE: A CASE STUDY ON HONDA MOTORS

In this study, we shall be investigating the types of advertising that Honda resorts to and the role that advertisements play in the establishment of customer opinions regarding the brand. The primary objectives of the study are threefold: However, I Start With the Important Elements of Honda such as H.O.N.D.A. and Ultimate Benefit. It can be viewed as a sign of how the ad campaigns of Honda help to create and keep a positive brand image. This means adopting advertising methods of different forms, but which are not so conspicuous, therefore, making customers notice them and finally, their reactions to them. First, the author investigates the efficiency of advertisements in the formation of a brand image with account taken of such factors as brand association, brand familiarisation, and personal customer relationship with the Honda car. The research outcome will likely be in line with the advertisement which could be employed with consumer perception as well as brand awareness. On the contrary, however, the outcome is associated highly with a brand that has been acknowledged positively. With this study, the final (decisive) instrument that is most responsible for the advertising effectiveness of Honda will be identified as well. Hence evaluating the performance of each part it will be possible to reach the best one and identify the determining feature that is the main reason for the positive image of Honda in the highly competitive automotive industry. The outcomes of this investigation would constitute a critical source of information that would be extremely beneficial to the marketing and brand managers of Honda, as they can now apply the aforementioned principles in their ads to improve their brand positioning and buyers' engagement level. Keywords: advertisement effectiveness, brand image

Born for marketing? The effects of virtual versus human influencers on brand endorsement effectiveness: The role of advertising recognition

The development of artificial intelligence technology has led to the creation of virtual influencers that have been embraced by marketing professionals. Starting with advertising recognition, a variable that directly affects marketing effectiveness, this study investigates whether virtual influencers lead to different levels of ad recognition among consumers from human influencers. The present study's three experiments demonstrate that (1) compared to human influencers, virtual influencers have a significantly greater impact on consumers' identification of advertisements; (2) the impact of influencer type on consumers' brand attitudes is mediated by the their advertising recognition; (3) the level of consumers' perceived sensory capacity of virtual influencers negatively moderates the effect of virtual influencer's post on consumers' advertising recognition. These research findings have significance for developing virtual influencer marketing in practice.

Building Brand Image and Loyalty: The Role of Customer Satisfaction and Engagement

This study aims to elucidate the link between brand image and customer loyalty, recognizing that customers are pivotal in securing a competitive advantage. It hypothesizes that a firm can foster customer loyalty by establishing and maintaining a favorable and positive brand image. Furthermore, this study investigates the mediating role of satisfaction and engagement in the link between brand image and loyalty. Data were gathered from patrons of Pakistan's fast-food business. Data was analyzed using SPSS. Our model is supported by the findings. Analyses of cross-sectional data from 317 customers shows that satisfaction and engagement mediate between brand image and consumer loyalty. Implications for managers are discussed, and future recommendations for research are provided.

Investigating the relationship between brand logo, customer satisfaction, attitude and repurchase intention of online services

PurposeIn this paper, the relationship of brand logo and purchase intention is investigated along with the mediating role of customer satisfaction, brand preference and brand attitude. The research is conducted on an online passenger transport company called Tapsi.Design/methodology/approachIn this study, we examine the positive effect of brand logo on brand attitude, consumer satisfaction and strengthening the intention to buy and brand preference by customer satisfaction. The statistical population was randomly selected. We design a conceptual model and then prepare a standard online questionnaire and send it to the target groups. Among this, the participants, 59% are women and 41% are men. After collecting the data through the software Smart-PLS3, we start the analysis. According to Cronbach's alpha and AVE, the validity and reliability of the model are confirmed.FindingsThe study shows that the brand logo has a positive and direct influence on customer attitude and satisfaction, and customer satisfaction mediates the purchase intention and brand preference. Given that the brand logo describes the company, managers must be very sensitive to design of a proper logo and spend enough time and money on it.Originality/valueFew studies have examined the effectiveness of the brand logo the present study and the results show that the brand logo and its structures are directly related to brand attitude as a result of consumer satisfaction in all services even transportation services. The first thing consumers see when they first use a company’s services is the company logo. The brand and its logo can change the attitude and decision of the customer. Past studies have also shown that the brand logo can have a direct impact on customer satisfaction and customer preference for the brand. Therefore a model was prepared and the mentioned variables were selected. Brand preference as a mediating variable has a positive role on buying intention. However all relationships and their predictive power have been confirmed.

Destination love and addiction: Insights from positive addiction theory

This study proposes a novel framework to comprehend tourists’ relationships with eco-friendly destinations and their respective outcomes. Building on the positive addiction theory and brand love literature, this study tries to see the impact of a destination's image and tourists’ involvement on tourist-destination relationships—destination love and destination addiction. It also aims to measure the impact of these relationships on tourists’ well-being and their willingness to pay extra using a sample of 335 eco-friendly destination tourists from China. The findings provide novel insight for academicians and practitioners of eco-friendly destination brands.

Relationship qualities of brand heritage: warmth, competence and the moderating roles of anthropomorphic factors

PurposeResearch has started exploring how brand heritage perceptions affect people. However, little attention has been paid to the underlying mechanisms and the link between brand heritage and relational outcomes. This study aims to integrate research on brand heritage with the stereotype-content model (SCM) to offer a novel explanation of why and when consumers identify with heritage brands.Design/methodology/approachTwo quasi-experimental studies with consumers in Germany (N = 312 and N = 300) focus on multiple real brands to test the mediating roles of warmth and competence. Given the central role of anthropomorphism in brand applications of the SCM, two corresponding variables are examined as moderators, one relating to the brand (brand anthropomorphism) and the other relating to the individual (a person’s feeling of loneliness). Category involvement, state anxiety, brand familiarity, past orientation and consumer age are included as controls.FindingsThe findings indicate that warmth and competence mediate the brand heritage consumer–brand identification relationship. In addition, they highlight the moderating role of brand anthropomorphism and loneliness.Research limitations/implicationsThis study offers a novel process explanation for how brand heritage perceptions influence consumer–brand relationships, contingent upon loneliness and anthropomorphism.Practical implicationsThe findings help marketers better understand how and when warmth and competence transmit positive brand heritage effects, resulting in more favorable responses.Originality/valueTo the best of the authors’ knowledge, this work is among the first to adopt a stereotype-content and anthropomorphic perspective on consumer responses to brand heritage perceptions.

Managing my own health! An ancillary outlook on pharmaceutical and health supplements consumption

PurposeThe surge in pharmaceutical and health supplement usage among consumers aims to enhance personal well-being. This growing opportunity for pharmaceutical brands has resulted in increased market share and intensified industry competition. Using the theory of planned behaviour (TPB), this study aims to identify the factors influencing Malaysians’ choices regarding pharmaceutical and health supplements. In addition, the variable of past behaviour was incorporated to account for consumer decisions based on prior experiences.Design/methodology/approachUsing purposive sampling, 300 questionnaires were gathered and analysed via Statistical Package for the Social Sciences and structural equation modelling technique via Analysis of Moment Structures software to validate the reliability of each variables and the postulated relationships within the research framework.FindingsResults revealed a pronounced impact of past behaviour on the intention to consume pharmaceutical and health supplements. The mediating role of perceived behavioural control in bridging past behaviour and consumption intention was also ascertained. Notably, the findings support the inclusion of past behaviour in the TPB as a pivotal determinant of intention.Originality/valueThe insights gleaned underscore the escalating trend of pharmaceutical consumption in Malaysia, providing strategies to enhance and maintain the competitive edge and market position of pharmaceutical brands.

ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH CITRA MEREK SMARTPHONE OPPO

This study aims to analyze the effect of product quality, price, and promotion on purchasing decisions mediated by brand image. This study uses a survey of 110 students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta who have purchased Oppo smartphones as research objects. The findings of the study indicate that product quality, price, and promotion significantly affect brand image. However, the effect of price on brand image is not significant. In addition, this study reveals that brand image significantly mediates the effect of product quality and promotion on purchasing decisions. These findings emphasize the importance of having a positive brand image in influencing consumer purchasing decisions. The conclusion of this study is that companies should prioritize building a positive brand image and providing high-quality products at attractive prices. By promoting products effectively, companies can influence consumer perceptions and ultimately increase sales. This study provides valuable insights for companies in designing more effective marketing strategies and optimizing factors that influence consumer purchasing decisions.

The Perception and Brand Attitude of Paid Versus Organic Social Media Advertising: Case Study of The Mamee Company

The Perception and Brand Attitude of Paid Versus Organic Social Media Advertising: Case Study of The Mamee Company

Sonic sensations: Navigating the mixed outcomes of ASMR in retail advertising

This paper investigates the influence of Autonomous Sensory Meridian Response (ASMR) elements in advertising on consumer attitudes. Through three experimental studies, we assess the impact of ASMR on attitudes toward ads and brands across hedonic and utilitarian product categories, and for known and unknown brands. Our findings reveal a generally negative effect of ASMR on ad attitudes among the wider population but identify a positive impact among those who experience ASMR's physiological sensations, as serially mediated through physiological and emotional responses. Notably, negative brand attitudes were observed only with unknown brands. This research underscores the nuanced role of ASMR in advertising, highlighting the potential for positive effects within a specific consumer segment, while cautioning against its broader application.

Strategi Meningkatkan Brand Image dan Daya Saing Dalam Pemasaran Jasa Di Perguruan Tinggi

Islamic Higher Education Institutions to be able to compete among other educational institutions, both public and private, must transform by looking for formulations and innovations according to the superior character of each institution. With marketing strategies, universities can build public perceptions and assumptions to improve the reputation and positive brand image of universities. This research aims to reveal strategies to improve brand image and competitiveness in marketing at Darussalam Gontor University College. This research uses a qualitative approach. Data collection was carried out using interview, observation and documentation techniques. The research results show that: (1) UNIDA Gontor marketing segmentation strategy includes identifying and measuring market segments; (2) UNIDA Gontor marketing targeting strategy to increase its brand image so that it is competitive includes: concentrated targeting, multisegment targeting referrals with superior higher education boarding school systems, international achievements and reputation as well as building alumni and (3) Higher education marketing promotion strategies to improve brand image and UNIDA Gontor competitiveness uses conventional media including: brochures, articles, magazines and non-conventional media, namely direct marketing such as websites, social media applications such as Facebook, Instagram, Twitter and YouTube.

Analysis of Sports Brand Positioning Based on Consumer Perceptions

The sports industry's expansion and growing focus on physical activities and healthy lifestyles have made sports brands important in satisfying consumer demands. Comprehending the positioning of sports brands in the Indonesian market is vital for formulating efficient marketing tactics and achieving a competitive advantage. This study examines various aspects of sports brand positioning, such as brand differentiation, market segmentation, brand objectives, and communication strategies. This study offers insights into the effective positioning strategies and best practices of leading sports brands in Indonesia. In the Indonesian market, comprehending the positioning strategies of sports brands is essential for gaining a competitive advantage. This study examines how selected variables enable brands to differentiate themselves and adapt to changing demands and preferences of Indonesian consumers. Consumer data is gathered via surveys and interviews. This study analyzes the brand positioning strategies of Nike, Adidas, Puma, NB, and Skechers, in relation to specific measurement variables. This study illuminates the positioning strategies utilized by selected sports brands in Indonesia. The study emphasizes the importance of various factors, including price, material quality, durability, style, brand reputation, customization options, and sustainability initiatives, in shaping consumers' perception and brand preference. This research offers valuable insights for sports marketing practitioners, brand managers, and strategic decision-makers regarding the significance of sports brand positioning and its role in achieving competitive advantages. This study adds to the current knowledge base and provides practical implications for creating effective marketing strategies in the Indonesian sports market by identifying successful positioning strategies used by these brands. Keywords: Consumer Perceptions, Sports Brand Positioning.

Analysis of Marketing Mix Implementation on Purchasing Decisions for Skintific Skincare Products (Survey of the Community in Jabodetabek)

This research investigates the impact of marketing mix implementation on purchasing decisions for Skintific Skincare Products among consumers in the Jabodetabek region. A quantitative research design was employed, surveying 200 respondents to gather insights into consumer preferences, brand perceptions, pricing influences, and marketing mix synergies. Results indicate that product quality and competitive pricing emerged as significant determinants of consumer satisfaction, brand loyalty, and purchase intention. Furthermore, correlations between marketing mix elements such as product quality, pricing, distribution channels, and promotional activities underscored their collective influence on consumer behavior and brand positioning. The findings offer strategic recommendations for Skintific to enhance market performance, sustain competitive advantage, and drive long-term success in the skincare industry.

Exploring the Relationship between Social Media Engagement, Customer Reviews, and Brand Perceptions: A Comprehensive Study in Retail Industry

This research investigates the intricate relationships between social media engagement, customer reviews, and brand perceptions in the retail industry. Through a qualitative analysis of customer-generated content and social media interactions, key themes and patterns emerged, shedding light on the factors influencing brand sentiment and consumer behavior. The findings highlight the impact of positive brand experiences, strategic social media engagement, user-generated content, transparency, and authenticity in shaping brand perceptions and fostering customer loyalty. The study underscores the importance of delivering exceptional customer experiences, engaging meaningfully on social media platforms, and prioritizing transparency and authenticity to enhance brand perception and build trust in the digital era.

Analysis of Determinant Factors Customer Loyalty Towards Brand in The Telecommunication Industry With The Digitalization Paradigm

The goal of this research is to determine whether company parties have implemented engagement strategies in the current digital context. This research uses a qualitative marketing research approach. We used a digital platform for the initial data collection stage. The analysis then continued with the creation of a textual corpus. A deep understanding of consumer engagement with brands can help companies build stronger relationships with consumers, create greater value for brands, and maintain a competitive advantage in the marketplace. By paying attention to emotional, cognitive, and behavioral dimensions, companies can develop more holistic and effective strategies for managing consumer engagement and strengthening their brand positioning. Research results reveal that consumers actively seek knowledge and information to enhance their decision-making about brands and products. Mobile telecoms have well-implemented Customer Brand Engagement strategies, but they also need to have a proactive approach in dialogue with customers to maintain their engagement. This means that in addition to understanding and responding to consumer needs and desires, companies also need to be proactive in communicating with customers to strengthen their relationship and engagement with the brand. According to a careful analysis of the lexical units in cluster one, the majority come from Twitter. Cluster two highlights the comparisons that consumers make regarding the technical characteristics of products and services with those of various competitors. Meanwhile, cluster three shows that consumers are increasingly looking for personal services that can meet their needs. Cluster four warns management about loss phenomena that are specific to certain areas or regions. Finally, Cluster Five allows management to understand that consumers are currently less involved in innovative services such as payments via smartphone.

Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

Abstract The primary objective of this research endeavor outlined in the thesis was to evaluate the impact of the individual dimensions of Customer-Based Brand Equity (CBBE) – brand awareness, brand association, perceived quality and brand loyalty – on the overall brand capital of the researched amateur football club Talent Warszawa. The author sought to discern which among the individual dimensions of CBBE exerted the most significant influence on fostering the overall brand capital of the club under examination. A questionnaire was distributed amongst the constituents of Talent Warszawa, including players, parents and guardians, players’ families, and supporters of amateur football. The survey garnered responses from a total of 102 stakeholders affiliated with the club. The reliability of the measurement scale was validated through Cronbach’s Alpha analysis. The findings of the study evince a positive correlation among all variables under scrutiny, encompassing brand awareness, brand association, perceived quality, brand loyalty, and the overarching construct of CBBE. Notably, perceived quality emerged as the factor showing the highest positive correlation (0.88), thus indicating the most robust positive association with CBBE. However, despite the observed positive relationship, brand awareness manifested the lowest correlation with the overall consumer-based brand equity (0.70), relative to the other investigated factors. Using the insights from this study, amateur sports clubs can strategically manage brand elements to foster brand equity, emphasizing the importance of brand awareness as an initial step in building a positive brand image and fostering fan engagement and loyalty. Overall, the findings provide valuable insights into effective brand management strategies for amateur sports clubs to enhance their brand equity and foster enduring relationships with fans.